Cover Tumi’s latest Asra collection is made for the everyday woman
Tumi’s latest Asra collection is made for the everyday woman
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On top of being inspired by the island and everything around it, Tumi’s Asra collection was created to suit the needs of the everyday woman
When we think of Tumi, the first thing that comes to mind is its sleek yet sturdy luggage—this perception is about to change as the brand is slowly evolving to incorporate a wider range of products, especially pieces suited for the everyday woman.
Enter Tumi’s latest collection: Asra. Designed for the “effortlessly stylish and on-the-go modern woman”, the new collection offers feminine designs and elevated accents that seamlessly combine functionality with style.
The latest collection is as functional as it is chic. On top of coming in three different sizes and having multiple pockets within, each bag features a knotted shoulder strap and comes in four vibrant colours: black, moonlight, cameo rose and purple sunset. The latter is a stunning colourway inspired by the landscapes of Sentosa Island in Singapore.
In case you missed it: Tumi’s Victor Sanz on the future of travel and designing for the next generation of travellers
Above Sanz and Mun at Tumi's Discovering Asra event in Singapore
Above Mun Ka-young introduces the latest Asra collection
Sanz and Mun at Tumi's Discovering Asra event in Singapore
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Asra is dreamed up by Tumi’s creative director Victor Sanz and if he could encapsulate the collection into a word, it would be “elegance”—and there’s no one better to embody this than Tumi’s newest global brand ambassador Mun Ka-young.
“There’s a shot in the campaign where [Mun is] swinging the bag and her dress is flowing behind her. That’s what was in my head when creating the collection,” he says, adding that Mun embodies the collection’s modern allure.
A new chapter of Tumi women’s
The latest Asra collection redefines the Tumi woman. For Sanz, the Tumi woman is multi-noted—she’s confident, sophisticated and a go-getter. This definition of the Tumi woman has been incorporated into the new collection while still staying true to being a brand with functionality at its core.
“When you look at these pieces, you see that functionality is built in. You have special details like an anti-scratch pocket, a key leash or having ample organisation pockets to help you perform at your highest pace,” he explains.
In an interview with Tatler Hong Kong earlier this year, Sanz shared that he wanted to capture the stunning sunset he saw on Sentosa Island. This led to the creation of the beautiful Sentosa Sunset pattern now available on various Tumi pieces.
Apart from being inspired by Singapore’s mix of colour, music, people, culture and architecture, Sanz shares how he was largely inspired by the island’s ability to balance between traditional and modern. For example, the brand introduced its Sentosa Sunset colourway to its Tegra-lite collection earlier this year, balancing the functionality of its hypertechnical Tegris material with the stylish imagery of a fluid sunset.
Above Mun carrying the Asra shoulder bag in purple sunset
Mun carrying the Asra shoulder bag in purple sunset
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Evolving Tumi
As Tumi moves away from being a luggage-heavy brand and towards one that focuses on lifestyle pieces, Sanz believes that now is the right time to unveil Asra—a collection heavily focused on women’s pieces.
While the Asra collection kicks off the evolution, the brand has already begun evolving its previous collections by incorporating brighter and bolder colours into its lifestyle products. For one, Tumi has begun incorporating vibrant citron colours within its Georgica collection while braided details have been introduced to its Voyageur collection. Sanz shares how the evolution is not just about the bags but even in-store experiences.
Sanz shares his excitement about how the future will look like, musing: “I cannot wait because [the brand will] continue to evolve. That’s who we are.”
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Amanda Goh was the former senior writer for Tatler Singapore.
